PROFESSOR / INSTRUCTOR:
Monash University / Melbourne
The identity system was designed for the PGEU union, and the project is intended to reflect the building's unique Brutalist style on the identity system. Therefore, the design approach creates unity and connection between the identity system and the union's brand personality.
The building has a blocky form and includes sharp lines and angles. I prefer to remove a small amount from the middle of the vertical strokes for the typeface because of the shape of the front side of the window’s frame. That gives the sharp characteristic angles to the typeface. The identity system consists of two columns and two rows of structure, which gives a clean and simplistic approach and creates blocky negative space on the surface. In addition to that, the choice of colour is to imply a raw construction. So, overall, the identity system gains a strong mescaline personality and unity with the union's personality.